Keep your message simple. Keep it direct. And realize there is no “magic bullet.” The real secret to making radio work for your business is to get on the air and stay on.

Planning your radio advertisement is a two-part operation. What do you want to say? Who do you want to say it to?

What you want to say really means: “What one thing do I want the listeners to remember?” In other words, don’t talk about lunch, dinner and the banquet facilities.

And, remember, phone numbers at the end of commercials don’t generate calls. If you sell them on how good you are, and what you can do for the listener, they’ll find you.

If there are many stations in your market, listen to who is advertising on them. Does the music speak to your clientele? Do the announcers talk to your people? Is your competition advertising on the station?

Placing regular, on-going, radio spots through barter should be looked into. Check with your local trade exchange for more details and radio advertising availabilities.

For a list of barter companies in the USA see:
COMPANIES

The Radio Advertising Bureau (RAB) has more information on radio advertising:
RAB

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